Traditional PR and advertising strategies focusing on generating revenue in the digital space through online engagement, clicks, and sales, may not work anymore.
Marketers try to decode the driving force behind what gets published and what doesn’t. Brands face the pressure and chase for a high-performing advertising story in the future, and the risk of pitches not getting clicks.
Experts debate on the relevance of existing strategies for designing a successful PR and marketing campaign:
No Affiliate Program
Affiliate programs allow brands to offer incentives to a network of publishers — usually a small percentage of sales generated from traffic generated from the publisher’s site to the vendor’s site.
Major online product placements today consist of brands having strong affiliate programs and kickback offerings. This is how leading ones like – Amazon, Macy’s and Nordstrom, among many others, have continuously dominated this space. These retailers incentivize publications to cover the brands sold on their sites.
No Trending Name Attached
Influencers or celebrities mentioned in the title of an article never have much to do with the story. This is because trending names perform well with generating clicks.
Hence, influencer and celebrity endorsements have become a crucial piece of any top brand’s PR strategy. Whether it’s on social or digital media, names generating a high volume of clicks remain highly valuable in getting placement for a brand.
Engaging with talent aligning with the brand in authentic ways — such as for collaboration, campaign, or cause — will allow brands to use their names in ways that readers will understand and be able to relate to.
No Cultural Moment
Events getting highly trafficked online, such as Super Bowl, Coachella, and Pride are perfect examples of how to generate enticing stories or marketing events surrounding the trending events. Industries saw a huge influx of Pride collections this year across multiple brands. This gives them the “click equity.”
No Visual Content
According to different studies, it takes anywhere between 7 to 16 touchpoints to reach consumers before they take action. Consumers are highly visual-oriented and should be inundated with a diverse set of eye-catching images.
With multiple media channels today, it is an absolute necessity for brands to have a substantial volume of visual asset content to use and distribute.
When a new brand is launched with a boom, and it cools off, queening down the buzz, it is a very frustrating experience. This is usually because of a lack of follow-up news. Brands have to release relevant news to stay in the competition continuously. A stagnant brand falls off the radar.
Marketers need to generate compelling stories that incorporate the above components and anything else that consumers find relevant and exciting. In short, having a great product isn’t enough anymore. Brand strategists need to abide by the new digital-age fundamentals to create winning marketing formulas.